Participation with a sense of approval and the pleasure of ever-new creativity: this is what awaits the Italian companies attending the IOFT 2010 Fair in Tokyo from 18^th to 20^th October 2010. The event, which has already reached its 23^rd edition, is an important showcase for presenting Italian eyewear and demonstrating the professionalism of those who work in this field to visitors and industry operators. Italy is the second largest supplier of eyewear to Japan after China and the participation of a collective of eight companies chosen from among the best will help to further reinforce its position in the Japanese market. The collective will be coordinated by the Italian Trade Commission in association with the Anfao/Mido trade association.

There will be an abundant and varied selection in order to offer as complete a range of products as possible: from reading glasses to sunglasses, with some models promising to become the new must-haves for the coming summer season, and no shortage of products specially designed for sports enthusiasts and children. The products are easy to handle and suitable for every type of situation and activity. There is eyewear designed for skiers, cyclists, motorcyclists and practically every other type of sport requiring eye protection, while a special and very glamorous range is on show for all those who love sailing. For children, there will be glasses with unbreakable lenses and light frames that are suitable for all types of play activities.

In short, there will be an embarrassment of choice, because the best products, also in terms of technical innovation, will be selected from the Venetian optical tradition to offer to the visitors from Japan and its neighbouring countries. The 2009 edition of IOFT involved the participation of 507 exhibitors from 19 countries and the presence of 16,000 visitors. The hope this year is to do even better, attracting larger numbers of visitors and creating new business opportunities. For this reason, the organisers have provided a special pavilion/boutique for the best international exhibitors, including Italy, to enhance the promotion of their products. Special care will be taken over the preparation of elegant stands that will resemble real stores that call to mind the shop windows of Rome and Milan.

The Italian companies are well aware that they start out with important strong advantage points, such as their tradition and universally recognised quality, and know they should use these to reach new goals. Their participation in IOFT 2010 will help in particular to establish important synergies and attract new customers in the Asian market, which is so important. Those who participated in the 2009 edition of the affair found it useful: around 80% of the participants expressed satisfaction with the Italian collective, awarding the highest marks for the service it provided.